Online Advertising

Online advertising has grown into a $37 billion industry from nothing in the last twenty years. Encompassing banner ads, rich media ads, video advertising, social network advertising and retargeting, online advertising is a key component of digital media marketing. Learn how to optimize your digital strategy from online marketing experts.

The goal for marketers is to present the right advertising message to the right person at the right time - no matter whether a person is surfing social media, watching television, checking their mobile phone or walking into a store. This becomes more and more difficult as media consumption is ever-changing. Furthermore, while we need to keep different communication methods in mind and optimise our messaging for the medium, we should also approach consumers holistically, understanding that they are who they are on mobile devices, in their cars listening to the radio, or while watching television.

In addition to dissecting the typical consumer and their media consumption, we’ll discuss how this new world order requires complete cohesion between brands, their advertising and media agencies - all the while supported by smart, real-time market research. This presentation will focus on the consumers' role in that ecosystem and their ability to recognise and internalise the messages they are sent.

The Modern Marketing Experience offers an unprecedented opportunity to gain insights at a single premier event presented by Oracle. Experts in marketing automation, social marketing, content marketing, and big data will present you with the strategies and tactics you need to make modern marketing succeed in your organization. Engage with BrightTALK at MME15!

We’re witnessing an exciting evolution of gender identity, and rapidly shifting away from a world of ‘either/or’. How is this blurring of gender impacting on advertising, media and popular culture as this trend moves into the mainstream?

Join Getty Images Visual Trends Director, Pam Grossman, for this in-depth exploration of the Genderblend visual trend and discover how your visual branding and campaigns can benefit from a blurring of the gender lines.

Growing installs is the number one mission for any mobile app developer, and any user acquisition strategy generally consists of a mix of organic installs and paid campaigns. But many see these as separate and distinct. Not true. To get the most out of each — especially for smaller developers — it’s critical to understand how paid installs impact organic installs, and vice versa.

In this webinar, Ian Sefferman of TUNE will share the eye-opening results of a study investigating the correlation between paid campaigns and organic installs (yes, it’s positive), and how this varies depending on the app category and operating system. Christian Calderon of DOTS will dive into the strategies and tactics that increase both paid and organic installs, and how they work together.

What you’ll learn:
For every paid install, how many organic installs an app can expect to see
How the multiplier effect impacts app categories differently
How organic installs and engaged users affect your paid strategy and spend
Best-practice examples on what really works to maximize both organic installs and paid campaigns for highest yield

It’s inescapable. Marketing is increasingly a technical discipline. Data and algorithms allow us to scale up the reach while refining targeting and personalization. But most brands are selling products that can’t be instrumented as easily as a digital product, especially after purchase. Ashu Garg of Foundation Capital will talk with Doug Miliken, VP, Global Brand Development, Clorox, Jeremy Wacksman, VP, Marketing & Product, Zillow about the challenges facing both traditional and digital brands. How can CPG brands monitor digital attribution the way mobile-first businesses do? And should they? Can a strictly digital brand like Zillow learn a few new tricks from an old dog like Clorox?

Most mobile experiences today are subsidized by advertising. In order to make that model sustainable, developers and advertisers have to make sure the user experience integrates the branded message in a pleasant way. Hear from Kiip's CEO Brian Wong how his company serves up advertising as "rewards" triggered by "moments" in mobile apps -- like passing a level in a game -- and how this model worked so well it is now expanding to offer white label loyalty solutions to the world's top brands. He'll be joined by MC Hammer to discuss how the next generation of connected devices will enable a whole new range of triggers and moments, and how brands will embrace a more natural relationship with consumers.

News happens around the clock. Reaching audiences on mobile at the right time, with the right message is crucial. Properly navigating the fine line between engaging and frustrating can make or break a customer relationship. Peter Roybal, Head of Mobile, ABC News/Disney ABC Television will discuss how they adapt the formats of storytelling based on the story and their audience’s expectations, to create varied audience segments of satisfied returning customers.

Description: As consumers jump from phones to tablets, and laptops to smart TVs, advertisers are pressed to better understand, track and convert as they travel through the mobile ecosystem. Mollie Spilman, CRO of Criteo, and Joe Megibow, Chief Digital Officer of American Eagle, discuss the current models available to advertisers on mobile, and the technology landscape at their disposal to optimize retargeting and conversions when consumers jump from one device to the next. They’ll bring up examples of why, more than ever, businesses need a unified view of their customers, and transparency on the attribution of the purchases to specific impressions.

Spotify is a pioneer in the on-demand music streaming revolution. Connectivity is everywhere and data plans are more affordable letting publishing platforms like Spotify leverage more signals to model their user’s behavior. Users love tailored experiences and advertisers love to know more about their audience’s habits. Always-on allows them to deliver on both. Big brands have advertised through traditional radio content for decades. Brian Benedik, VP, North America Ad Sales, Spotify & Harry McCracken, Technology Editor, FastCompany explore traditional brands realizing the huge benefits mobile platforms have to offer and they are putting their money where their mouth is.

The kind of simple advertising (offered by Google) may soon wither away, according to some analysts. In the highly competitive market of ride-sharing, Lyft has to maintain constant growth while grabbing new users’ attention in a more engaging way. The innovative pink mustache caught everybody’s eye and allowed them to standout amongst their more “traditional” competitors. But now mobile video advertising also provides them with a cool edge. Lyft’s CMO Kira Wampler and Vungle’s CEO Zain Jaffer talk with “sharing economy” analyst Jeremiah Owyang about how to deliver reach, relevance, and richness through video advertising — while acquiring new users at the right price.

Consumers are finding more ways to interact with brands than ever before, and most of it's happening on mobile. CMOs must understand their customer's mobile behavior holistically, and Jason plans to discuss how that knowledge should impact their digital choices. Some digital leaders, who are more increasingly Chief Digital Officers, are finding success by creating timely marketing in the right moments. Jason will share best practices from Google's work with CMOS, and go through ways they're combining insights with great digital tools to reach their constantly connected consumers across screens.

Move over, 2014. The New Year is making an entrance. And it has a whole crop of new design trends in its back pocket.

From sensory immersion to super still, these are the gems that will be calling the creative shots in 2015. We’ve been taking some serious notes, and we’re going to let you cheat.

Register for this webinar to get the beat on the biggest visual design trends of 2015 with iStock by Getty Images’ trends expert Rebecca Swift. See how they can help your work blaze a new trail in the New Year.

According to the CMO Council’s 2014 State of Marketing report, marketers’ investments into online video is taking the next evolutionary leap from experimentation into full-fledged testing. In order words, investments are increasing at a pace like never before. Why? Customers are viewing online video like never before.

According to a recent report from Neilsen, online video consumption has risen from 13 minutes per day to 27 minutes. While this still pales in comparison to TV consumption, marketers have clearly seen that there is something to online video, and to be late to the game could be a disaster.

This trend brings with it a slew of obvious questions: What ROI should we expect? What is getting reallocated? Does this mean TV ads should be pulled in favor of online? What content are people really viewing and how will my brand be relevant in that context?

Join us as the CMO Council delves into a deep dive into online video, asking marketers and industry experts where the key trends, opportunities and pitfalls are when it comes to online video. What are industry leaders investing in…what content are they creating…and how is ROI really being measured?

With the accelerated rise of digital media, and as brands and individuals all become publishers, the demand for video content has been growing exponentially. Getty Images are increasingly on the lookout for relevant, local content to support the needs of the market. How can Australian agencies, filmmakers and production companies that are generating a lot of content benefit from this trend?

If you want to monetise your existing b-roll or unused production video, or you are interested in shooting for stock in the future, this webinar is for you.

About the presenter:
Andrew Delaney - Global Director of Creative Content
Andrew Delaney and his team are responsible for the development of Getty Images¹ video content. Working closely with filmmakers and art directors from across the globe, Andrew plays a critical role in ensuring that Getty Images continues to meet the changing needs of creators around the world.

Andrew began his career in 1989 with Tony Stone Images in London and moved to the U.S. in 1998 for Getty Images. He is now the Global Director of Creative Content across both Getty Images and iStock portfolios, based in New York. Andrew¹s two decades of art directing in Europe and America fuel his expertise on creativity and content.

Lead Generation & SEM. Sometimes, digital marketing may seem a bit daunting. We know what we want to bring in – business – and we know that online inbound marketing is the way to do it…but we may not sure of exactly how to go about it. Highly competitive, yet highly profitable – if done right – this webinar helps simplify SEM and its best practices, introducing you to keyword selection, landing page optimization, tracking, testing, and maximizing your return.

The Creative In Focus book is Getty Images’ annual predictor of the most impactful visual and cultural trends for the coming year. It sets the stage for what the world will look like tomorrow, based upon the research and insights our global creative teams are tracking today.

Join Getty Images’ Visual Trends Director, Pam Grossman, for this in-depth exploration of the upcoming imagery and aesthetic shifts that will change what we see in brand communications, advertising, and design next year and beyond.

Based on research conducted by Getty Images Creative Research team, the 2015 visual trends briefing will bring you up to date on the key visual insights and trends shaping visual communication. Register now for this exclusive preview.

Every marketer looks for ways to optimize their marketing tactics, and reaching new audiences is top of mind for those that are looking to grow their business. Prospecting methods have evolved over time but with the availability of data and technology today, marketers have more power than ever to find their ideal customers online. Retargeting is effective, but feeding the top of the funnel with new potential customers is just as critical for continued success.

Heather will discuss the importance of prospecting for full funnel marketing and how to achieve the best results with programmatic buying. Michael will also share how the organization uses real-time bidding (RTB) to find new audiences.

A new study by the Chief Marketing Officer (CMO) Council and Tealium shows that business and marketing performance improvements are directly related to having a formal roadmap for managing digital marketing technologies and integrating the data produced from multiplying customer touchpoints.

This webcast will discuss the findings of the report—titled “Quantify How Well You Unify”—which explores the degree to which chief marketers are architecting digital marketing technology strategies and unifying and extracting value from multiplying customer data sources.

CMOs looking to optimize advertising for the holiday rush might be surprised to know how SEM has changed over the past few months. 3Q Digital's Ada Pally and Fivemill's Susan Waldes will get you up to speed with the latest on:

- how paid search is working across devices (mobile, tablet, desktop)
- how paid search is working across channels, with Facebook and Twitter rapidly emerging as viable traffic sources
- all the emerging targeting possibilities in paid search and how they can work for your brand

We live in an inherently multi-touch world. Digital advertising increasingly allows us to measure every online touch point we have with our customers, leads and prospects. As a modern marketer, that's information you can use to inform your future media plans.

Join this session and learn how to make the most of your display budget by using your data to attribute successes to the right tactics, channels and actions.

Great content engages your audience, helps with lead generation, lets you learn where leads are in the buying process, and helps sell. Creating content that includes all of these components happens because it’s designed to pass leads along a guided pathway from basic curiosity toward a desire to buy. It includes clear directions toward action, with compelling content that encourage conversion. It can be used and reused across websites, blogs, emails and more. When it all comes together, how a visitor consumes your content tells you where each lead is on the path towards becoming a customer.

Marketers are increasingly seeking to engage customers in long-term, lasting relationships rather than through disjointed, single experiences. Turn and Marketo partner to serve clients with a simplified workflow and a unified view of the customer journey to allow marketers to extend their reach through ads to targets resembling their customer database.
Together, Turn and Marketo provide the enterprise a rich understanding to their customer’s journey throughout their brand and drive more efficient and precise marketing campaigns. Join Marketo and Turn for a discussion focused on the consumer lifecycle and how understanding your customer drives powerful results.

Whilst we’re some way away from Christmas turkey and a Doctor Who special, for the retail sector (who seem to live in the future), now is the time get ahead of the game and pull together a killer Christmas campaign.

With Christmas generating anywhere between 40-80% of total revenue for some retailers, solid guidance is welcomed.

In today's digital world, traditional branding is not enough. You need a story to extend your brand. And, you need to understand the right people to share it with. Learn how world-class brands are using traditional storytelling techniques to achieve big results and how you, too, can share your story with across multiple platforms to the people that matter most, your customers.

What sets you, as a retailer, apart from your competitors? It is the relationship you have with your customers. During this holiday season, it’s not just price that will separate winners from losers. Instead, retailers who can deliver relevant and personalized conversations with their customers — at scale — will realize the true advantage.

During this webinar we will explore what consumers expect from retailers in regards to personalization and how this affects their holiday shopping patterns. Presenters will provide the steps you can take now to improve personalized communications and how you can use the holiday rush to advance your personalization strategies in the coming year — for real bottom-line results.

Key Take-Aways include how to:

» Uncover the expectations of consumers in regards to personalized communications and how this affects their holiday shopping;
» Explore 10 tips to optimize personalization strategies this holiday season; and
» Use learnings from the 2014 holiday season to improve personalization strategies into 2015.

Blink and you'll miss another important development in the world of Facebook advertising. Experts Kim Le Sueur of 3Q Digital and Matt Kramer of AdRoll will catch you up on Facebook's place in the digital landscape, including performance data and trends, and break down all the significant new ad types and targeting developments over the last six months.

As mobile overtakes desktop usage, and statistics show 70% of mobile searches lead to online action within an hour, having an impactful mobile presence for your brand is imperative.

But how do you build a mobile experience with impact? Join Senior Art Director Guy Merrill as he outlines the science behind what makes an image effective on mobile and to hear tips on how to use visual content to pack the most punch for your brand’s mobile experience.